Like all things online it’s almost impossible to know what is going to be well received and what is not.
It all comes down, in a way, to trying things and seeing what works.
So as part 3 of this case study let’s look at content, how to create it, choosing the best stuff and making the most of what people love.
Over the weekend the numbers kept growing for our case study Facebook page
Here’s where we’re at
I’ve spend $275.66 on my main ad (the one I already talked about last time). As it stands right now my click-through is at 6.8% (down a bit from last report) but my cost per like is down to 0.07c per like.
The second ad you see here is something I’ll cover later in this article, but let’s cover some stuff from my page info tool (Facebook insights)
This is an analysis tool attached to every page with more than 100 likes.
Even though the demographics was fairly balanced in my research between men and women, you can see here that 77% of my fans are men and only 23% are women.
Perhaps that’s down to my ad, but IMHO it’s a fairly neutral ads… I guess this may be something to test to attract more women.
It’s also skewed toward a slightly younger crowd. As a side note remember that my ad did’n target the 18-24 group because my research said they were not very active in this niche.
… That’s why there’s almost zero people in that age group.
This is also useful – these are the times when my audience are online. This is because I’m targeting the USA. It’s also good to keep in mind that around the midnight (My time) area most of those people will be at work.
I noticed a significant spike of activity around 8-11 am which is when they will have finished work and are surfing the net.
It’s good to know this because this then is the best time for me to post to get max engagement and visibility.
You can see here that like growth has been consistent over time.
My campaign has stayed on the same budget for several days now so the page’s fans are growing steadily.
Given the size of the audience and the fact that my ad frequency is just over 1 – Which means that people will only see my ad once before the system moves onto someone new – there’s no shortage of people to find, and like my page.
This was also interesting. Facebooks ad platform automatically skews what ads it’s showing and where it’s showing them based on how people are responding.
In this case you can see that by far the greatest response is coming from mobile news feed.
BUT, interestingly desktop right column is getting me likes for just 0.03c a like…
So it may be worth creating another campaign just using desktop right hand side ads using the same image to see if that will be more cost effective for me.
Now… Here’s where it gets interesting.
I was posting content by writing blog posts for my corresponding website and then sharing that content on the Facebook page. That way people who click the post link end up on my website where I have more control over what they see.
I was cruising along getting a few likes to each post and maybe a comment or a share…
Then suddenly one post got 56 shares and 97 likes.
You can see it in this graph where the big like is.
More people suddenly ended up on my page because of the shares.
But even more dramatic is this:
This shows the huge spike in traffic from organic visitors.
The paid section in this graph is me boosting the post to make the most of the interest.
The boost cost me around 0.18c a like so it was not as effective as my main ad but remember that, that’s exactly where the main ad started as well – so keeping this post “boost” going may lower cost per like over time as well.
Notice in this image below that there is a flat spot (1) before a big jump. This is because I didn’t post for a couple of days.
When I did post again it turned out to be a post that seemed to really hit a sweet spot for the audience (2).
That was over the weekend and to date that one post has had 123 shares, a couple of hundred likes and a dozen comments.
When it comes to engagement and face book’s algorithms: Like’s a good, comments and better, shares are best.
In the image above you can see how shares have resulted in a big lift in post reach which is the thing that is creating organic traffic… that’s like’s that I don’t have to pay for.
Remember that the majority of posts on this page are posts from my corresponding blog so when they click on the Facebook post to see more they go directly to my website.
So that’s it for this cases study today – next time we’ll look at the blog part of the equation.